Last week we reported that Rob Kardashian was finally launching his sock line, Arthur George at Sears next month. Now Robert Kardashian has revealed a little more about the collection and where he found his inspiration.

The line is a combination of his middle name and his father’s, remaining completely free of any K aliterations.

“I wanted to stay away from using my last name,” Rob told WWD. “The label still says it’s by Robert Kardashian, but I’m more comfortable if it doesn’t scream Kardashian at you. We don’t have to overkill everything but, at the same time, you can’t get away from it. And Arthur George sounds classy.”

A classy name for some classy socks–they’re all 100% Egyptian cotton and will retail for $30. Plus, this is more than just a vanity project. Rob has a business degree from USC and, according to the trade, he’s “serious about making Arthur George a success and doesn’t look at it as just another celebrity line.”

In addition to working with the design team for the bold, colorful socks, he’s learning the ins and outs of the business and plans to expand beyond socks. In fact, he’s trying to mirror Ralph Lauren’s career:

“Ralph Lauren started with ties and I want to emulate that,” he said. “But I’m starting small and I don’t want to fail. And socks is where it begins.”

Why socks? “Socks are something I’ve always been passionate about.”

With this, buzzy new girlfriend Rita Ora, and plans to launch Dash Men apparently, Rob has a lot going on and we couldn’t be happier for him. Congrats, Rob!

Launching next month and with an exclusive at Neiman Marcus, we have high hopes for Rob’s fashion line. Being sold at typically more down-market locations Rob’s fashion could turn out better than Kim’s bf Kanye.